• 6 min read
• Published on 25 July 2025
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View the full Basket:Open Road Portfolio
I remember a time, not so long ago, when the height of professional ambition was a corner office with a view of other corner offices. We crammed ourselves onto trains and into traffic jams, all for the privilege of sitting under fluorescent lights, pretending to look busy. Then, the world stopped, and in the silence, a rather rebellious thought took root. What if freedom wasn't a two week holiday, but a way of life?
It seems I wasn't the only one having this thought. Suddenly, the great escape wasn't just a film, it was a business plan. And for investors, I think it presents a fascinating, if slightly unconventional, opportunity.
View the full Basket:Open Road Portfolio
Let’s start with the most obvious symptom of this new restlessness, the recreational vehicle. The humble RV, once the preserve of retirees, has become a symbol of liberation. Companies like Thor Industries, America’s biggest RV maker, saw demand go through the roof. Why? Because they weren't just selling a glorified caravan. They were selling the ability to change your postcode as often as you change your socks.
This isn't just about a family holiday, mind you. The whole "van life" movement, fuelled by remote work, is a fundamental rejection of being tied to one place. People realised they could answer emails from the Grand Canyon just as easily as from a cubicle in Coventry. An RV or a converted van became a mobile office with a much, much better view. It’s an investment in a lifestyle, not just a vehicle.
View the full Basket:Open Road Portfolio
This quest for freedom isn't always a gentle affair. Alongside the RV boom, there’s been a surge in what I call the adrenaline economy. Think powersports. Iconic brands like Harley-Davidson and versatile players like Polaris, with their all terrain vehicles and snowmobiles, are selling something far more potent than machinery. They are selling raw, unfiltered experience.
After being confined to our homes, the appeal of an open road or an untamed trail is almost primal. Can you put a price on the feeling of leaving the tarmac behind? Apparently, you can, and a lot of people are willing to pay it. These aren't just toys for the weekend. They are tools for accessing a world beyond the reach of your sensible family saloon, a world that feels increasingly precious.
View the full Basket:Open Road Portfolio
Now, here’s where it gets interesting. This desire for autonomy doesn’t stop with a set of wheels. The same person who wants the freedom to roam the countryside also wants the freedom to control their own financial destiny. The two are intrinsically linked. You can’t very well live a life of independence if your finances are stuck in the slow lane, managed by someone else in a stuffy suit.
This is the central idea behind a collection of companies you might find in the Open Road Revolution basket. It cleverly bundles together the makers of these freedom machines with the financial services firms that empower economic mobility. To me, it’s a recognition that physical and financial freedom are two sides of the same coin. Both trends are tapping into the same deep human desire for self determination.
View the full Basket:Open Road Portfolio
Of course, one must remain pragmatic. As an investor, you have to ask the hard questions. These are discretionary purchases, after all. When household budgets get squeezed, isn't the shiny new ATV the first thing to go? It’s a valid concern, and any investment in this area carries risk. A recession could certainly put a dent in sales.
However, I suspect this trend might be more resilient than a typical consumer cycle. The shift seems less about buying stuff and more about buying experiences and a new way of living. That psychological shift could provide a cushion. Still, rising interest rates make financing these big ticket items more expensive, and competition is always a factor. There are no guarantees, just a compelling cultural shift that investors might want to watch closely.
View the full Basket:Open Road Portfolio
View the full Basket:Open Road Portfolio
View the full Basket:Open Road Portfolio
View the full Basket:Open Road Portfolio
View the full Basket:Open Road Portfolio
View the full Basket:Open Road Portfolio
This article is marketing material and should not be construed as investment advice. No information set out in this article be considered, as advice, recommendation, offer, or a solicitation, to buy or sell any financial product, nor is it financial, investment, or trading advice. Any references to specific financial product or investment strategy are for illustrative / educational purposes only and subject to change without notice. It is the investor’s responsibility to evaluate any prospective investment, assess their own financial situation, and seek independent professional advice. Past performance is not indicative of future results. Please refer to our Risk Disclosure.
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